IRVINE—Kia Motors has selected PR21 for its public relations account, believed to be worth in the high six figures. PR21 beat out Douglas Cohn & Wolfe, GCI Group, Publicis Dialog and Pacific Communications, for the account, and will be charged with helping Kia—which sells about a quarter of a million cars annually in the U.S.—position itself as a national force.
The assignment will include corporate and product public relations, crisis management and strategic counsel. Kim Custer, the automotive PR veteran who was named public relations chief at Kia in 2002, told this newsletter when the search commenced, “We need a partner that will help us increase our presence as we continue to grow.”
He says the plan is to build on the company’s reputation for value by emphasizing improvements in quality and safety.
Consultant Jerry Swerling handled the search.